Driven by a “Go Big or Go Home” ethos and an expanding product array, Crocs selected New York City’s popular 34th Street as the location for its largest flagship store in the world. Crocs sought an immersive and vibrant retail environment to encourage its guests to “find their fun” while demonstrating its evolution into a fashionable brand for the whole family.
TPG transformed the former site of three restaurants into a New York City-centric retail destination spanning 13,600 square feet across three floors to promote the latest Crocs product assortment. The flagship’s design borrows from its new concept prototype that debuted in London, which our firm expanded upon for the much larger footprint.
We designed the three-story yellow and green facade to highlight the brand’s bold core colors. Multi-colored LEDs mimic the industrial design of the original clog’s perforated “wave,” creating a dynamic street presence.
Inside, a grand double-height entry greets visitors with the “Liberty Wall,” a display of over 2,500 Crocs Littles, which pays homage to the Statue of Liberty. TPG also developed a compelling vertical transportation solution highlighted by a green “Croc-ified” escalator whose apex brings guests to a Jibbitz candy store. The area features a 360-degree interactive Jibbitz gumball dispenser flanked by a curved Jibbitz charm wall that allows children to personalize their Crocs with letters, shapes, and characters.